Design and evaluate a digital interactive guide for archaeological site tourism

Thesis Abstract

The increasing reliance on digital technologies in cultural heritage management presents both opportunities and challenges for enhancing archaeological site tourism experiences, yet there remains a significant gap in empirically validated interactive tools tailored to the needs of visitors. This study addresses this gap by designing, implementing, and evaluating a digital interactive guide aimed at enriching visitor engagement, improving site interpretation, and promoting sustainable tourism practices at archaeological sites. The primary objective is to develop a user-centered digital guide rooted in affordance theory and the technology acceptance model, with specific aims to assess its usability, educational impact, and influence on visitor satisfaction. The research further seeks to determine whether the digital guide facilitates a deeper understanding of archaeological contexts and enhances overall visitor experience. Employing a mixed-methods research design, the study combines quantitative and qualitative approaches to comprehensively evaluate the interactive guide. The target population comprises archaeological site visitors aged 18 to 65 within a designated historic city, with a sample size of 300 respondents recruited through stratified random sampling to ensure diverse representation across age, education level, and familiarity with archaeology. Data collection instruments include structured questionnaires featuring Likert-scale items to measure perceived ease of use, usefulness, engagement, and learning outcomes, complemented by semi-structured interview guides for qualitative insights. The questionnaires will undergo validation through content validity ratio and pilot testing, ensuring reliability with Cronbach’s alpha exceeding 0.80. Data analysis will involve descriptive statistics, multiple regression analysis to test the influence of usability factors on visitor satisfaction, and thematic analysis of interview transcripts to explore visitor perceptions and suggestions. Additionally, system usability scale (SUS) scores will be utilized to assess overall user experience. The anticipated findings suggest that the digital interactive guide will significantly improve visitors’ comprehension of archaeological narratives, increase engagement levels, and positively influence satisfaction ratings. Regression analysis is expected to reveal that perceived ease of use and perceived usefulness significantly predict visitors’ willingness to recommend the site and revisit, while thematic analysis of qualitative data will uncover themes related to user interface design, content clarity, and educational value. The findings will contribute to the theoretical understanding of technology acceptance in cultural tourism contexts, extending models such as TAM with context-specific factors relevant to archaeological heritage sites. This study’s contribution to knowledge lies in providing a rigorous framework for integrating digital interaction within archaeological tourism, offering practical guidelines for developers and heritage managers to optimize visitor engagement strategies through technology. It also advances understanding of factors influencing technology adoption among diverse visitor demographics in the heritage tourism domain. Based on the results, the study recommends the broader adoption of digital interactive guides at archaeological sites, emphasizing the importance of user-centered design and ongoing usability testing. It advocates for integrating such guides into comprehensive heritage management plans and suggests further research into long-term impacts on visitor learning and conservation awareness. Furthermore, the study proposes exploring augmented reality and virtual reality enhancements to augment engagement and educational outcomes in future iterations. Overall, the research underscores the transformative potential of interactive digital tools in fostering sustainable, educational, and engaging archaeological site tourism experiences.